Small Business Coaching Blog - Client Attraction

The Client Attraction Blog

Five questions to ask yourself before your next sales promotion

Fabienne Fredrickson
April 21, 2015

SalesPromoDo you have a new marketing idea to promote your business? One of my students came to me with a great idea to promote her adventure company. She wanted to invite influential people from the area to experience her new local adventure for free. She figured these people would talk about the experience, which would create amazing word-of-mouth buzz and send her new customers.

The most important step in developing a promotional event like this one is to be very clear about your intentions right from the beginning. I recommend you take time to set a strategy by asking yourself these five questions:

1. What is my main objective for this promotional event?
You need to know what you want to get out of running the promotion. Maybe you want new customers or to bring in revenue. Perhaps your goal is to set up a referral system. Or you might want to create buzz and get influential people to talk about your promo across social media for strong social proof.

Get very clear on the reason why you are doing this promotion and spending money on it. Once you know why you are planning the promotion, then you can move forward with greater confidence that you are doing the right thing.

2. How much will the promotion cost?
Check out all the costs of creating a spectacular promotion and add them up. Think of everything including graphic design, printing, postage, hotel or room fees, virtual assistant time, food and beverage, flowers and decor, signage, tips, travel expense, etc. Don’t forget to add in something to cover your time so you get an accurate reflection of the true costs involved.

3. How many new customers would I need to cover the cost?
Getting clear on the numbers and what you need to break even is very important to your promotion’s success. This can be the difference between making and losing money. Figure out how many new clients you need to cover costs and then make that your goal.

4. If I charged a fee to cover my costs, what would that be?
Sometimes you can’t do a promotional event for free. Another option is to charge a nominal fee and tell people you are just covering costs, but not making money. Most people understand and will likely still want to attend, especially if this is a limited or “by invitation only” event. The more exclusive it sounds, the more people will want to attend.

5. What is the likelihood you’ll get the results you want?
Often business owners have a good idea if a promotion will deliver the results they want. Be extremely honest with yourself and think about the likelihood of success and the risks of the event. Taking calculated risks are frequently a big part of achieving new levels of income.

Your Client Attraction Assignment
Planning a marketing event can be a lot of fun, but don’t get lost in the creativity and excitement. First, make sure your idea is strategically sound. Answer the five questions above and check in with your accountability partner, mastermind group or a trusted colleague to be sure you’ve covered all the bases and thought of everything to create a successful sales promotion.

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

How to reach out to joint venture partners

Fabienne Fredrickson
April 14, 2015

JointVenture-SmallWorking with joint venture (JV) partners is a powerful way to grow your business. You can recommend and promote each other to extend your exposure and the number of people who learn about what you do. This is a great addition to other traditional means of list building, like collecting names at speaking engagements and offering a free gift on your website.

A recommendation from another professional adds credibility when you are being introduced to a new group of potential clients. This helps prospects open up to what you have to say and makes them more willing to consider your offer.

A good JV partner has alignment with your business
For a successful partnership, you need to have several things aligned in your two businesses:

1. You share the same target audience
2. Your businesses are not competitive
3. You are both trying to grow your business
4. You have similarly sized businesses

Reach out to potential partners
After you have identified some potential joint venture partners, the question is how do you connect with them? Below I’ve shared three different methods and each one can work very well.

1. Introductions. The best way to connect with a potential new partner is to be introduced by someone you know in common. This helps break through any possible barriers and starts to build trust early. Check LinkedIn to find connections if none immediately come to mind.

2. Leverage your intuition. Email a person you feel would be a good partner and say something like, “I keep getting these intuitive hints that we should be talking. Not sure if you believe in that sort of thing, but if you are open to it, I’d like to jump on the phone for a few minutes to see what we’re supposed to do together.”

3. Offer to contribute. If you know someone running a program with a bunch of JV partners and you’d like to be included, email and simply ask, “I see that you are having a great telesummit and I’m open to being a contributor. If you’re open to that, I would love to talk with you. There may be a way I can reciprocate and we’ll see where it goes.”

At first this kind of contact may seem awkward to you. Don’t worry, because after a little practice, you’ll feel more comfortable. Your skills will improve as you reach out to people and start getting a good response. Not everyone will be open to your offer to work together, but you don’t need them all. A few good, committed partners will help you grow your business faster than you can on your own.

Your Client Attraction Assignment
What kind of partners would you like to work with? Take time this week to look at business owners who serve the same target audience. Investigate how they work and present themselves. Make a list of the best potential partners you’ve discovered and then start reaching out.

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

Three essential ways to avoid entrepreneurial burnout

Fabienne Fredrickson
April 7, 2015

Burnout-SmallAs a business owner working towards reaching the six-figure mark, you may run the risk of working yourself into the ground. This is particularly true for entrepreneurs as you revamp and tweak things to get to the next level. The problem is that when you work so hard that you start to burn out and deplete your energy, you actually can become “client unattractive” instead of “client attractive.”

Speaking for myself, when this happens I become cranky, resentful and sort of snappy… This is not the right energy or mindset for client attraction.

Here is the number one most important thing for you to realize as a self-employed individual:

There is no such thing as a completed to-do list.

Maybe this is possible in the corporate world, but it’s not for business owners. We always have more ideas about how to grow the company. That’s why it makes sense to follow these strategies to avoid overdoing things.

1. Set boundaries. When it’s getting late in the day and you are at the end of your rope, ask yourself, “Will anyone be harmed if I don’t complete this today?” This may sound like I’m going against my “no excuses” approach, but it’s different really…

Of course I want you to be willing to do what others are not willing to do and take the no excuses approach. The question is, “At what price?” You have a life, and you may have a spouse and children. Overtaxing yourself is not fair to anybody, especially you.

That’s why you must draw the line in the sand and have an end time to your day. At 5:30 or 6 or 7 P.M., you are done. Anything beyond this time will not be nearly as productive as you could be if you approached the task the next day after some rest. Make this end time non-negotiable and stick to it relentlessly.

2. Carve out time for business development. Sometimes the problem has to do with working in your business vs. working on it. That’s why I would rather carve out a day to focus on business development then try cramming it in late at night. In the end, overworking limits your ability to listen for the divine guidance you need. When you are too busy, you start ignoring the signs and gentle guidance. Set aside time to work on your business and separate this from your daily activities.

3. Understand your to-do list is never done. Sometimes you have to let yourself off the hook and the hardest boundary is often with yourself. Your to-do list will not get finished today – and that’s OK. If you rest and keep yourself energized, you’ll stay healthy and enthusiastic to tackle that list tomorrow. Your quality of life is very important. On occasion you may choose to work late, but not on a regular basis, so as to enjoy other aspects of life as well.

Your Client Attraction Assignment

Create a list of standards and terms of what you will accept for your life. Set boundaries and rules for yourself around these things and then stick to them to avoid burnout. It really is just as simple as that, and it will make all the difference in your quality of life.

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

How to write great sales copy to attract clients

Fabienne Fredrickson
March 31, 2015

writing-smallThere is a certain degree of skill and nuance when it comes to writing sales copy that will attract clients. Finding out what makes great sales copy can dramatically change the number of people who convert from lookers to buyers. That’s why this is something worth learning about in a big way.

To make our lives easier at Client Attraction.com, we have followed a checklist of questions over the years that has been of tremendous help. The method gives you a model to work from and you can use it whether you are writing online copy, a sales letter or an email. In other words, it will help you no matter what the sales copy is for. This a great resource for understanding some of the key points to touch on when presenting your offer to prospects who are considering buying from you.

Go through this checklist of questions when you are writing great sales copy:
1. Who is your ideal client is and what matters to them?
2. What is the problem that keeps them up at 2am?
3. What are the different pain points regarding that problem they struggle with?
4. What solution would your ideal clients pay anything to get their hands on?

Lastly, keep in mind the end benefit of what you are selling. This is what people crave and what will help you attract clients. Don’t fall into the trap of talking about your method. Most people don’t care how you get them there nearly as much as that you can help solve their problem.

Your Client Attraction Assignment
Ready to write some sales copy? Do your homework of gathering all the information you need first before you get started. Using this checklist of questions will make the writing go so much more smoothly.

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

Feeling confused about your next step? Ask for guidance

Fabienne Fredrickson
March 24, 2015

Guidance-SmallWhen a big event happens in your life, there is often a message for you. Some sort of guidance can be gathered any time you have a big moment that makes you pause and think.

One of my students, Denise, recently came to me feeling confused about her circumstances. She had a serious car accident that totaled her vehicle, yet she walked away with only minor bruising (which was lucky). This shook Denise up and made her think about her life, business and the direction in which she was going. She told me she wasn’t sure what to do next.

Stop when you feel confused
I shared my own story and how every so often, I get confused too. There comes a point when I am learning so much and thinking of 20,000 opportunities, and then I feel stuck. I found that I actually don’t implement anything new because I’m overloaded. When this happens, I listen to my own inner guidance. Last time I heard, “Stop everything and take a 30-day break.” I kept working, but I didn’t take in any new information and instead put all learning and planning on hold.

Ask for help
See, we are always being guided, especially when we ask for help. Remember: “When you ask, it is given.” This is why asking for guidance is an essential part of the equation. Then, to get the guidance, you have to slow down. Keeping yourself super busy can prevent you from hearing the assistance you requested.

You might wonder, “If I am guided all the time, why do I get so frustrated?” The reason is because you are probably busy running around in circles and going into too many directions. This is so distracting that you cannot hear the guidance.

Quiet the mind and be open to receive
When you catch yourself feeling confused or frustrated, that’s your signal to slow down. It’s time to “clean the slate” so to speak, clear the decks and quiet the mind. If you are someone who knows how to meditate, that can be a huge help.

Do things that help you stop thinking so much
The way I achieve this more relaxed state is to stop learning and start journaling. For me, the act of journaling allows me to focus and ask for assistance. Then I write down whatever comes to mind. I also quiet my mind by playing with my children, going for a walk or reading a fashion magazine. All of these activities slow down my mind so I’m not thinking as much. Sometimes it takes a few hours, a few days or even a few weeks to start hearing the guidance.

For Denise, the car accident was her wake up call. She knew she had to slow down and take a look at what she was doing in the big picture. Denise decided to take a break to ask for help and then remain quiet to listen. If you find yourself in a similar situation, these are the steps to take to get back on the right track.

Your Client Attraction Assignment
Are you running in circles, feeling confused and not moving forward? If so, then find time to slow down. Stop learning anything new for a short period to give yourself a break from information overload. Quiet your mind, ask for help and create the space to get the answers you need. Your inner knowing will not let you down.

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

How to create a compelling speaker kit

Fabienne Fredrickson
March 19, 2015

Speaker Sheet - SmallSpeaking in front of groups is a powerful marketing method that helps you connect with potential customers. The audience gets a sample of who you are and what you have to offer, and they get the chance to get to know, like and trust you. People listening will learn about your methods and knowledge.

This is why I so frequently recommend you give presentations whenever possible. Over time, the more speaking you do, the more opportunities will show up as people refer you for speaking engagements. For some speaking gigs, the meeting planner will ask for your Speaker Kit or Speaker Sheet, so you it’s necessary to have that prepared.

What’s Included in a Speaker’s Kit?

Professional speakers have kits that are many pages long, because people are paying them the big bucks and need to know specifics. For most purposes, a one page, two-sided sheet will be sufficient. Here is a guide of essential elements to include:

Page #1

  1. Compelling Headline. Use your name and include a compelling reason or main benefit of why someone would want you to speak to his or her group or organization.
  1. Professional Headshot. A good photo is vital to appear professional – don’t shortchange yourself by using a poor-quality image.
  1. Brief Bio. Let people know you are the expert on your topics and include any media exposure you have received to show you are experienced.
  1. List of Topics. Provide a few of your hottest presentations with titles and a short description.
  1. Call to Action. Write a short call-to-action line at the bottom of Page 1 and provide your contact information and website.

Page #2

  1. Headline about Audience Experience. Tell people how audiences react to your presentations. Do you leave people feeling inspired, ready to take action or with new creative ideas?
  1. Photos of your Books or Products. Pictures of books or products are so much better than more words. Use a subheading that sums up these items. If you don’t have this, don’t worry.
  1. Social Proof. A few testimonials from people who have booked you to speak or who have been in the audience can make a huge impression on the next person to schedule you for a presentation.
  1. List of Clients or Speaking Gigs. Where have you given a presentation? Put the most impressive groups first to capture attention quickly.
  1. Call to Action. You can use the same short call-to-action line at the bottom of the page.

Once completed, you’ll want to post your speaker sheet on your website as a downloadable PDF. Now you are ready for the big opportunity coming your way!

Your Client Attraction Assignment

To create a professional speaker sheet, I recommend you work with a graphic designer. Don’t risk making a poor impression by putting something together yourself. A strong graphic presentation goes a long way for proving credibility.

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

How to handle a 10-minute speaking opportunity

Fabienne Fredrickson
March 17, 2015

Speaking-SmallSpeaking provides a great opportunity to connect with new prospects and build awareness about what you do. When you are first starting out, I recommend taking every speaking gig you can get. That’s what I did when I was building my business.

Any speaking gig offers a chance to connect. Sometimes people will offer you a less time that you need to make your whole pitch. Maybe the venue isn’t optimal for giving a presentation. Maybe the people aren’t entrepreneurs or are a mixed crowd when you prefer all women. Don’t let that bother you. This is still a chance to practice speaking, hone your presentation and connect, because you simply never know what could happen.

As your business grows, you can become more selective and say no to some offers. You can even choose just the “cream of the crop” presentations if that’s what you want to do. It’s okay to be picky when you have plenty of business. But when you’re starting out, take every speaking opportunity that comes your way.

Even one new client increases your income. If you are starting out, you know that even one new client can be a huge addition to your business and revenue. However, to make the most of even a short presentation, you do have to approach it with the right mindset.

Your attitude about the speaking opportunity is everything! If you know me, then you know I believe mindset is 90 percent of your success. For instance, if you have a chip on your shoulder and think a particular speaking opportunity of only 10 minutes is a waste of time, you can count on being right about that. Your mindset completely influences your experience. It also impacts how others experience you.

Think about how you can be of service. What I suggest is to change your vibration about the gig from resentment or annoyance to this empowering thought: “How can I be of service?” Decide that you are going to give attendees so much value that they’ll walk away like changed people. In this way, you will make a good impression, share your brownies, practice speaking and possibly make some really strong new connections.

Speaking of speaking opportunities, I’d like to invite you to a presentation I’m giving at InfusionSoft’s annual conference for small business owners called ICON. It’s being held this March 31st – April 2nd in Phoenix, AZ, and my workshop is all about how to attract your ideal clients, authentically and consistently, and how to incorporate InfusionSoft into your Client Attraction systems. If you’d like to join me live at ICON, click here to buy a discounted ticket. Be sure to use to promo code “fabienne” at checkout to receive 10 percent off your registration.

Your Client Attraction Assignment
If you had only 10 minutes to deliver a presentation about your business, what would you say? This is a great exercise to cut out all the fluff and focus on what will have the biggest impact. How can you offer amazing value in a short presentation and make it memorable? When you get your speech down to just 10 minutes, you know you’re at the core of what you have to offer.

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

Five steps to grow from a private practice to group programs

Fabienne Fredrickson
March 12, 2015

5 steps to grow from a private practice to working with groupsAre you looking to attract clients and leverage your business? Students often ask me how I made the shift from working with private clients one-on-one to working with group programs. This transition is what the Leverage Track of The Client Attraction Business School is all about. So, I want to share with you the steps I took so you can plan ahead for how you too can make this shift.

1. Fill Your private practice. From networking in groups like Business Networking International (BNI), to sending out your warm letter to everyone you know, to speaking gigs, you need to market your business. The first step in this chain is to fill your business’ pipeline so you have a steady stream of clients and income.

2. Create your proprietary system. Next, I created my proprietary system. The system contained my 10 steps to attract clients and fill your pipeline. For your own proprietary system, this content should be all yours, which is what gives you total ownership of it and makes it proprietary.

3. Hold a one-day boot camp. I’m going to be really transparent with you. I had a hard time getting around to completing the writing of my proprietary system. (It actually took about three years.) So one day, I decided to promote a live, one-day boot camp event. That gave me a final date that I was forced to meet! The boot camp ended up being a big hit with 22 students present  – and it was great for my business too.

4. Hold the boot camp as a teleclass. Once the system had been completed for the live one-day boot camp, I could offer the material by teleclass as well. The boot camp was 10 weeks long, one step per week, and I offered it several times a year. I taught people all over the country and actually outside the US as well.

5. Promote your system as a home study course. With everything prepared for the boot camp, I now had a package I could promote in other ways too. I began selling my system as a home study course with a downloadable PFD, which included everything I provided in the 10-week boot camp for just $127.

So as you can see, I worked with private clients, moved on to present my program live to the boot camp attendees, taught groups by teleclass and then sold the PDF for people who wanted to learn on their own or needed a lower price point. Everything was based on the same material, but provided in different formats to meet the needs of even more people.

Your Client Attraction Assignment
Have you created your proprietary system yet? As you can see, it’s the foundation for building your business and attracting clients. Your system will share your message and method with so many more people. Don’t wait as long as I did to complete this project – get going today!

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

How to overcome fear of self-promotion

Fabienne Fredrickson
March 10, 2015

shutterstock_127836956One of my biggest marketing strategies for people who are new in business is to send a “Warm Letter.” This is a letter that lets your contacts, family and friends know what you are up to. In this letter you explain:

• The service or products you offer
• Who your ideal client is
• Examples of customer successes with your offering
• How they can send you referrals

In the Warm Letter, you can also share testimonials for happy customers and clients, announce new offerings and share news with your list of contacts. The idea is to stay top-of-mind. Warm Letter campaigns can help you drum up business and increase your client base. These are people who already know and like you, so they feel safe referring others who could benefit from what you do.

Number one reason people don’t send Warm Letters
Surprisingly, you might think business owners don’t use this powerful referral tool for these reasons:
• They don’t feel comfortable with their writing skills
• They don’t know what to write about
• They don’t get to it on their list of to-dos
• They can’t afford the postage
• They feel the list of contacts is too small to bother with

However, these fears can be, not one is the main reason business owners don’t send a Warm Letter. The main reason business owners don’t send the letter is a fear of criticism, pushback, humiliation or rejection.

What is the opportunity cost of not sending the letters?
This fear of what other people will think and the risk of feeling humiliated can be almost crippling. It can keep you from building your business and hold you back from putting yourself out there. When you let the fear take over, you might not offer your amazing products or service to those who could really benefit.

The good news? You can get past this fear and move forward. Here are two empowering suggestions to overcome your concerns.

1. More people will like you than dislike you. Yes, a few people might not like what you have to say. I say, “So what?” Not everyone will approve of everything you do 100 percent of the time. Don’t hold back while worrying about a few naysayers who don’t get you.

2. Keep the people you can help in mind. Think about the people who will really grow and improve their situations based on what you have to offer. Don’t hold back due to fear, because you will be letting people down. They need your solution, so push yourself to share openly.

It‘s your duty to send your Warm Letter and share your brilliance with others. The more people who know about what you do, the more who will benefit. There is a point in life when you have to face the fear and do it anyway.

Your Client Attraction Assignment
It’s time to get over the fear of self-promotion. Ask yourself, “What is the worst thing that can happen?” Your feelings might be hurt? Yes, that is possible. But, if you’re speaking the truth in your letter and it can help a handful of people, then you must do it.

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

How to handle when prospects say, “I can’t afford it”

Fabienne Fredrickson
March 5, 2015

I can’t afford itSome entrepreneurs are doing everything right to attract their ideal clients. But, for some reason, they aren’t closing the sale with as many potential clients as they would like. Even though they create excitement and prospects seem jazzed about working with them, they don’t get enough people to sign up. You may know exactly what I’m talking about if this is happening in your small business.

If you are hearing, “I can’t afford it” from your potential clients, try these two tactics to get more clients.

1. Address the idea of investment in your “Interview with…” Be sure you have a section in your “Interview with [your name here]” about investing in yourself. Investing in yourself is a mindset. Ask potential clients to read the interview before your “get acquainted” call so they discover answers to many of their potential objections, including affordability.

2. Talk about how you’ve invested in yourself. When speaking to a prospective student, I’ll say, “You know, in my own life, the only thing that’s gotten me where I am today is that I’ve been willing to invest in myself. Without that, I wouldn’t even be close to this level of success.” I share how I belong to two mastermind groups, have three mentors and continue to get coaching. I tell people how these investments pay for themselves in the form of increased revenue.

The truth is a lot of people say they can’t afford something, but then they buy a flat screen TV and can somehow afford that. So, it helps for potential clients to read about this piece on mindset and investing in your “Interview With…” ahead of time. Of course, they need to see the value of working with you and be clear on what they can achieve as a result.

All of these ideas will help you get clients as they better understand why investing in themselves is necessary to achieve the results they want.

Your Client Attraction Assignment
Have your written your “Interview with…” yet? This is an important page on your website which addresses frequently asked questions (FAQs) and also responds to common sales objections BEFORE you speak to your prospects. If you haven’t prepared this document and posted it on your site, make time this week to get it done.

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

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